Sebastian Wenzel, Webanalyticsbook

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Instant data. Tweak

strategies. Benchmark

competitors.

I knock down walls, create brand belief systems and design

performance plans that deliver.

• Former journalist

• Internet Pioneer and Entrepreneur

• Thought leader

• Chief Marketing Executive

• Ad-tech futurist

#SEJSummit#Searchmetrics @danatodd

Connected cars: next-

level local

Wearables: find your

place in the ecosystem

Internet of Things

(IOT): connect the data

dots

#SEJSummit#Searchmetrics @danatodd

THE OPPORTUNITY

#SEJSummit#Searchmetrics @danatodd

EAT

TALK

LISTEN

PLAY

SLEEP

#1 PRIORITY NOWLocal Listing Data

• Get serious about your local data and assets

• Manage INHOUSE as much as possible

• Deep clean and fund monthly updates and expansion to your feeds

• Get location GPS coordinates perfect, lead people to your front door

• Use microformats/schema throughout your site, especially on the “NAP”

(name/address/phone)

• Beef up feed: photos, videos, audio, reviews, social, promotions, recipes,

menus, news releases, blog

#SEJSummit#Searchmetrics @danatodd

KEY PARTNERS

• NOKIA/NAVTEQ

• Google Places

• Infogroup

• Position Technologies

• POI databases (OpenStreetMap, OpenPOIs, etc.)

#SEJSummit#Searchmetrics @danatodd

#2 PRIORITY NOWVoice, Audio, & Video

• Can your site be navigated by voice? Use W3C “VoiceXML

Standard”: http://www.w3.org/standards/webofdevices/voice

• Even if you don’t have a physical location, your content marketing

can be key tactic:

• News/Finance

• Pandora channels and Spotify playlists*

• Podcasts

• Video

• Educational content* You can also buy ads on many in-dash apps such as Pandora

#SEJSummit#Searchmetrics @danatodd

WEARABLES AT A GLANCE

Personal Perpetual Tiny Utility Fun

#SEJSummit#Searchmetrics @danatodd

#1 PRIORITY NOW

Find YOUR strategic fit as a brand

platform, technology platform or

data player

#SEJSummit#Searchmetrics @danatodd

Could your brand be a relevant voice in, or

beneficiary of data, from:

- Physical location (GPS)

- Body monitor

- Loyalty points

- Safety/risk

- Time/calendar

- Weather, external factors

- Games

- Love/relationships

- Events

- Venues

#SEJSummit#Searchmetrics @danatodd

REINVENTING“PLATFORM”

Which bubble does your brand

fit into?

#2 PRIORITY NOWPartnerships & Sponsorships

• Sponsor or underwrite an existing

technology partner/s

• Consider “disposables” such as event

wrist bands or sensors

• Sponsor kiosks, connected fitness

machines, signage and other physical

data outposts

• Branded extension accessories (eg

Pebble’s “smart strap”)

#SEJSummit#Searchmetrics @danatodd

OPPORTUNITIES

• Realtime market and risk data for business intelligence

• Inventory and people tracking

• Smart home gadgets and data

• Digital signage and kiosks

• Branded engagement & entertainment

#SEJSummit#Searchmetrics @danatodd

#1 NOW: DATA STRATEGY

• Bigger conversation than just marketing department

• Are you providing data to, or using data from IOT?

• What PHYSICAL things are where your consumers are, and how

are you relevant in that interaction?

• Tracking might be the most accessible first project

#SEJSummit#Searchmetrics @danatodd

#2 PRIORITY

• Excellent partnering opportunity with your CIO

• Tech choices are critical but don’t get paralyzed

• Walk before running

• Developers: Apple HomeKit and Nest are good places to start

(Amazon Echo launching SDK soon)

Partners & Platforms

#SEJSummit#Searchmetrics @danatodd

Connected cars: local,

audible

Wearables: find your

place in the ecosystem

Internet of Things

(IOT): connect the data

dots

#SEJSummit#Searchmetrics @danatodd

@danatodd

Linkedin.com/in/danatodd

+danatodd

#SEJSummit#Searchmetrics @danatodd